'5 Questions' with Nand Kishore Chaudhary, Founder of Jaipur Rugs
- Swati Kundra
- Jan 2, 2025
- 5 min read
Updated: Oct 3, 2025
Q1. What inspired you to start Jaipur Rugs?
When I completed my graduation from a government college in Churu in Rajasthan, I was left with two choices: joining my father’s shoe business or accepting a government job offer from a bank. I didn’t join the business or the job offered; instead, I wrote a thank-you note to the employer. I knew this wasn’t my calling — I wanted to work on something I was truly passionate about. So, I chose the third option: embarking on a journey to discover myself and my natural capabilities.
During that journey, I came to know that the demand for carpets was extremely high in the global market. I decided to pursue something around it, but when I came across the artisans who created those carpets, I was utterly disappointed to see their condition. The artisans' community was managed by contractors who exploited them extensively. During that time, I came to realize my love for weavers and weaving, so for over ten years, I lived with the Adivasi community and taught them the technical aspects of weaving.
After years of love and companionship, I came to Jaipur (the capital city of Rajasthan) and started Jaipur Rugs with the vision of connecting the creative capabilities of grassroots artisans with end consumers. I realized this was the only way for artisans to receive the dignity and respect they had always deserved.
The journey started in 1978 with two looms and nine weavers and has grown to include thousands of artisans. When I started this journey with untouchables, people in society, and even my family, dejected me, saying that I shouldn’t work with these low-caste people. I often wondered how someone could be judged by their caste and not by the karma or work they do.
The transformation we see at the grassroots level is truly remarkable. One instance that filled my heart with pride was when Bimla Devi, a weaver turned designer with Jaipur Rugs, who had never stepped out of her village, traveled to Germany to receive the German Design Award for her beautiful creation.
Q2. How do you ensure the authenticity of traditional techniques in your rugs while appealing to modern tastes?
We live in an ever-evolving landscape that brings continuous changes in taste, design, and textures. One question that haunts every traditional designer is how to appeal to modern tastes.
At Jaipur Rugs, we prioritize the continuous study of customer preferences, staying closely connected to emerging trends. Attracting people by showcasing the authenticity of traditional techniques requires infusing warmth and fostering a genuine sense of connection along the way.
We always say, we don’t just sell rugs; we sell family blessings, stories, and experiences. When you buy a rug from us, you’re embracing the life and story of our artisans, bringing warmth and serenity into your home. Every knot is woven with love, ensuring that authenticity shines through, whether your taste leans modern or traditional.
Q3. What role do artisans play in shaping the creative vision of Jaipur Rugs?
Manchaha, an initiative born to amplify the creativity of our artisans, completely transformed the creative vision of Jaipur Rugs. When my daughter Kavita returned after studying at the School of the Art Institute of Chicago, she was struck by the artisans' innate creativity. She noticed how they expressed themselves through drawings on the floor, outside their homes, and in every corner of their surroundings.
That’s when she came up with the idea to repurpose returned raw materials and give wings to the artisans’ creative spirits by allowing them the freedom to craft anything their hearts desired. And so, Manchaha—meaning 'from the heart'—was born. From that moment to today, the transformation our artisans have experienced, both in their craft and within themselves, has been extraordinary. They are now creating museum-worthy masterpieces, each piece a true expression of their inner selves.
The initiative has earned them numerous awards, showcasing their incredible creative potential. Many of our artisans, such as Sundari Devi and Bimla Devi, have received global recognition and have been honoured on both national and international platforms.
Artisans are the soul of Jaipur Rugs, the creators who weave love into every rug, channeling deep emotions through their craft. These visionaries are shaping the creative future of Jaipur Rugs, constantly exploring and pushing the boundaries of their artistry.
In the past, these individuals were seen as mere labourers. We have transformed them into artisans, and our goal now is to elevate them into artists with their own unique styles. Their carpets will be recognized as art pieces, worthy of being showcased in museums.
Q4. What advice would you give to entrepreneurs looking to bridge tradition with modern business practices?
For entrepreneurs aiming to bridge the gap between tradition and modern business practices, it's essential to have a deep passion for what you do. If it's not something you can fully invest your heart in, it might not be the right path for you. I always encourage young minds to choose something they can pour their love into, because anything created with love will resonate deeply and go a long way toward connecting with people.
Bridging tradition with modernity requires an extensive understanding of the tastes and preferences of today's customers. At Jaipur Rugs, we ensure this by attending events, fairs, and gatherings, which play a crucial role in shaping our next strategy, as without these touchpoints, we may struggle to reach the right customers. Keeping an open mind is essential to track these changes and implement them effectively.
We are also evolving into a teal organization with no hierarchy to follow — everything is self-managed. This model is working seamlessly, as we see our artisans working with dedication without the need for constant supervision. This kind of ecosystem not only liberates the people within an organization but also offers them a unique creative freedom that connects them to a higher purpose.
Q5. What has been the most rewarding part of building Jaipur Rugs into an internationally acclaimed brand?
The most rewarding part of the business is the satisfaction we feel when the artisans living in the village are praised for their exquisite creations in foreign countries. The warmth with which they create each rug, sending that warmth across to people in another country, is truly something special. They are testaments to extraordinary humans with unlimited potential to thrive. And that’s why we say, "We don’t sell carpets; we sell family blessings.
Today, Jaipur Rugs exports to over 60 countries and works directly with more than 40,000 rural artisans in India of which 80 percent are women. Whenever I visit their villages and witness the ecosystem they’ve built, I am in awe. All these artisans gather around me, sharing how they’ve built homes for themselves, educated their husbands, and supported their families — all through weaving.
I still remember feeling utterly disappointed when I saw them working day and night to complete a rug, only to have their wages unfairly cut by contractors who exploited and mistreated them. Now, when we see them proudly representing their village on the international stage, we feel a deep sense of fulfillment.
